Effect of Endorsement on Branding

If a familiar celebrity or public figure agrees to endorse your product or services then this can be a reliable and profitable way to promote your brand and raise public awareness. Product endorsement is a very effective marketing strategy which has the potential to increase brand awareness and generate notable sales channels overnight - that is, of course, if done correctly.

Product Endorsement - what's Involved?

Product endorsement can be used as part

of your brand marketing strategy. A lot is involved in an endorsement agreement so it's always advised to gain the help of a marketing firm that can help you to appropriately endorse your business.

First of all you need to establish what type of celebrity or public figure accurately matches your branding. Who is your primary and secondary target market? What sort of 'voice' does your business possess and who can accurately represent your brand and your business to help promote brand awareness?

The next step is to find a celebrity who is willing to endorse your brand. This can be a challenging step as there are a lot of celebrities out there who are continually offered endorsement offers.

Product Endorsement - Important Considerations

Aside from the above considerations there are also plenty of legal, commercial and regulatory considerations to bear in mind when it comes to using your 'brand ambassador' to promote your goods or services.

Matters to consider include image rights licensing as well as the use of product endorsement on various advertising platforms including traditional offline marketing platforms along with more contemporary online marketing avenues such as social media. When you draw up a contract between yourself and your chosen public figure, all of these matters will be negotiated and agreed upon.

Advantages of Product Endorsement:

1) Enhance brand awareness within a short period of time.
2) Shift consumer attitudes about your goods or services.
3) Add a fresh perspective to your brand.
4) Improve brand management.
5) Give your brand a major competitive edge.
6) Create long-term loyalty towards a brand.

Product Endorsement: Is it Worth your While?

Despite the advantages, there are few points to consider before taking this step:

1) Endorsement can be an incredibly challenging strategy. 

2) This process requires a huge sum of money.

3) Using the wrong celebrity can ruin your marketing campaign.

4) It is essential to find a celebrity with good reputation.

5) Your celebrity must maintain his/her fame; otherwise your brand will suffer.